Digital Promotion Strategies for Hotel Services

The provided assignment discusses the importance of digital marketing in promoting hotel services. It highlights the benefits of digital technology, such as increased sales, brand awareness, and operational efficiency. However, it also mentions potential challenges, like requiring skilled labor and creative content makers. Recommendations are made to provide proper structure for the plan, special training for employees, and focus on innovative aspects for promotional strategies.

Research Project

Table of Contents
TASK 1............................................................................................................................................1
1.1 Outline Specification ............................................................................................................1
1.2 Contributing factors for selecting Research Project .............................................................1
1.3 Critical Review......................................................................................................................2
1.4 Brief of Research Proposal....................................................................................................2
1.5 Appropriate Plan...................................................................................................................3
TASK 2............................................................................................................................................4
2.1 Resources for Research Question..........................................................................................4
2.2 undertaking the proposed research investigation in accordance with Questionnaire............5
2.3 recording and collating relevant data....................................................................................6
TASK 3..........................................................................................................................................15
3.1 research evaluation techniques...........................................................................................15
3.2 interpretation and analysis of the results............................................................................15
3.3 Conclusion and Recommendation.......................................................................................17
TASK 4..........................................................................................................................................19
4.1 appropriate media to present the outcomes........................................................................19
REFERENCES..............................................................................................................................20

Topic: Management research on Hotel Hilton to improve the sales aspect through Social Media
Techniques
TASK 1
1.1 Outline Specification
Overview
The world has been transformed with a great interconnectivity among human beings who
are living all over. It has lead to arise a new trend of several Social Media Platform which is
providing a culture of stronger connectivity. At times, it has been proved as beneficial for
expressing views to million people who are interlinked through these platforms. This idea is
successfully implemented in business activities mainly for effective promotional activities
instantly. The following report is based on Hilton hotel that provides various hospitality services
and the impact on sales due to adoption of this strategy.
Aim: To analyse the impact of Social Media on the sales operation of hospitality
industry: A study of Hilton Hotel.
Objectives :
 To assess the advantages of Social Media Techniques on Sales Department
 To formulate strategies for attracting segment of business travellers
 To ascertain the problems associated with implementing this strategy for promotions
 To recommend and suggest various ways for improving the consumer base for their
services.
1.2 Contributing factors for selecting Research Project
There can be many factors which can be considered while selecting the topic for research
as there are various communication mixes which are used by hospitality firms to promote
themselves in order to attract various kind of travellers to get converted into their consumers.
But all the strategies which are used under promotional mix has many disadvantages and
consume lots of time; therefore, it is very necessary to adopt such technique which can reduce
timeliness and provide instant implications and associated results. For this, Social Media is the
best platform that can be used for promoting services and product of Hilton Hotel.
1.3 Critical Review
Agnihotri and et.al. (2016) has stated that with the rise of digital technology,
promotional strategies of the company has been changed in various aspects. Now, the manual
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strategies are completely changed into automation and this resulted in adoption of social media
technique . It has many benefits which can be related to several operations of hospitality
industry. As the individuals are focussing on social trends and their attachment with several
social media platforms has lead them to take it as an opportunity for using in their marketing
operations to increase sales by attracting more customers. It has an access to millions of people
who are living across the world and with this one can get global recognition in an easy possible
manner. With an adoption of this technique, company has reduced their number of strategies for
promotions and also tends to save their time; thus, making their strategy more effective in the
practical scenario.
On the other side, Pizam and et.al. (2016) argued that it
leads to give rise for many extra cost factors as the organisation has to employ skilled experts for
implementing these techniques for the increase in their sales. These candidates are efficiently
skilled but requires a good salary for their work. Apart from this with the concept of saving
time, has served the maximisation of complexities in associated processes.
1.4 Brief of Research Proposal
Background
For incrementing the sale aspect of any hotel it is necessary to attract every segment of
traveller such as Leisure, Business and frequent travellers. There are many internal and the
external factors that influences their choices for choosing hotel for availing services. It is very
necessary to update all strategies which are related to promoting their services which can only be
possible through creating brand awareness that leads to provide a great recognition among
potential customers who are present all around the world. Therefore, to gather them Social Media
platform is an effective medium to promote themselves reducing the effect of cost and time
factor.
Methodology
Research Type- The research will use qualitative research for determining impact of
Social media Platform.
Research Approach- The approach which will be used is inductive approach for
formulating strategies to attract business travellers.
Research Philosophy- Scholar will follow the philosophy of interpretvism by
interpreting results and providing conclusions.
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Data Collection-The data will be primary which will be collected through questionnaire
Sampling- Number of respondents will be 30.
Data Analysis-Thematic Analysis will be adopted for analysing data.
1.5 Appropriate Plan
Timeline was decided for every activity by the researcher for accomplishing his study on
time; as task which are not complete on time leads to degrade the effectiveness of research. This
following is the plan which is decided by the scholar for investigation.
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TASK 2
2.1 Resources for Research Question
Research Resources
Factors associated with social Media that
have impacted the Sales
Books, Journals and articles which are related
to Social Media Techniques
4

Research questions Data analysis using thematic analysis for
interpreting the results
Research objectives Drafting questionnaire by concentrating on
travellers as the potential customers and MS-
Word
2.2 undertaking the proposed research investigation in accordance with Questionnaire
Questionnaire
Demographic information
Name_____
Gender
 Male ()
 Female ()
1. Do you agree on implementation of Digital technologies in business activities?
Agree
Not Agree
2.Does the hotel brand name handles social media accounts?
Yes
No
3. How you got aware with the concept of Social Media Techniques?
Competitors
Employees
Media Sources
All of the above
4. How much share of percentage does this technique has in promotional strategies of Hotel?
Below 15%
5

Below 50%
Above 60%
Above 80%
5. How has the use of Social Media has impacted your sales?
Advantageous Manner
Sales got declined
No effect
6. What are the advantages you notice in after using Social Media platform for promotions?
Increase in Sales
Brand Recognition
Maximised Efficiency
Effective Promotions
All of the Above
7. What problems get raised after adopting this technique?
Requirement of Skilled Employees
Advanced system
Creative content Maker
Lack of Knowledge
8. What percent of Total Sales has been increased after leading promotion through this
Medium ?
Below 2%
2% to 5%
More than 5%
9.Are you satisfied with the result which has been derived firm this method?
Completely Satisfied
Dissatisfied
Neutral
2.3 recording and collating relevant data
Theme 1:Employees are agreed on implementation of Digital Technology in business activities
1. Do you agree on implementation of Digital technologies in Number of Percentage
6

business activities? Respondents Share
Agree 25 83.33%
Not Agree 5 16.67%
Total 30 100.00%
Theme 2: Hotel handles various Social Media accounts under the brand name.
2.Does the hotel brand name handles social media accounts?
Number of
Respondents
Percentage
Share
Yes 28 93.33%
No 2 6.67%
Total 30 100.00%
7
Agree Not Agree
0
5
10
15
20
25
Number of Respondents
Percentage Share

Theme 3: employees got aware of social media through competitors other employees and media
sources
How you got aware with the concept of Social Media
Techniques?
Number of
Respondents
Percentage
Share
Competitors 5 16.67%
Employees 3 10.00%
Media Sources 2 6.67%
All of the above 20 66.67%
Total 30 100.00%
8
Yes No
0
5
10
15
20
25
30
Number of Respondents
Percentage Share

Theme 4:Share of percentage this technique has in promotional strategies of Hotel is above 60%
How much share of percentage does this technique has in
promotional strategies of Hotel?
Number of
Respondents
Percentage
Share
Below 15% 5 16.67%
Below 50% 5 16.67%
Above 60% 15 50.00%
Above 80% 5 16.67%
Total 30 100.00%
9
Competitors Employees Media SourcesAll of the above
0
2
4
6
8
10
12
14
16
18
20
Number of Respondents
Percentage Share

Theme 5: use of Social Media has impacted the sales in advantageous manner
How has the use of Social Media has impacted your sales?
Number of
Respondents
Percentage
Share
Advantageous Manner 20 66.67%
Sales got declined 2 6.67%
No effect 18 60.00%
Total 30 100.00%
10
Below 15% Below 50% Above 60% Above 80%
0
2
4
6
8
10
12
14
16
Number of Respondents
Percentage Share

Theme 6: advantages in using Social Media platform for promotions can be Increase in Sales,
Brand Recognition, Maximised Efficiency and Effective Promotions.
What are the advantages you notice in after using Social Media
platform for promotions?
Number of
Respondents
Percentage
Share
Increase in Sales 5 16.67%
Brand Recognition 2 6.67%
Maximised Efficiency 3 10.00%
Effective Promotions 4 13.33%
All of the Above 16 53.33%
Total 30 100.00%
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Advantageous Manner
Sales got declined
No effect
0
2
4
6
8
10
12
14
16
18
20
Number of Respondents
Percentage Share

Theme 7: problem which get raised after adopting this technique is requirement of skilled
employees
What problems get raised after adopting this technique?
Number of
Respondents
Percentage
Share
Requirement of Skilled Employees 20 66.67%
Advanced system 2 6.67%
Creative content Maker 3 10.00%
Lack of Knowledge 5 16.67%
Total 30 100.00%
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Increase in Sales
Brand Recognition
Maximised Efficiency
Effective Promotions
All of the Above
0
2
4
6
8
10
12
14
16
Number of Respondents
Percentage Share

Theme 8: percent of Total Sales which has been increased after leading promotion through this
Medium is above 5%
8. What percent of Total Sales has been increased after leading
promotion through this Medium ?
Number of
Respondents
Percentage
Share
Below 2% 5 16.67%
2% to 5% 10 33.33%
More than 5% 15 50.00%
Total 30 100.00%
13
Requirement of Skilled Employees
Advanced system
Creative content Maker
Lack of Knowledge
0
2
4
6
8
10
12
14
16
18
20
Number of Respondents
Percentage Share

Theme 9: Employees are satisfied with the result which has been derived from this method
Are you satisfied with the result which has been derived firm this
method?
Number of
Respondents
Percentag
e Share
Completely Satisfied 18 60.00%
Dissatisfied 2 6.67%
Neutral 10 33.33%
Total 30 100.00%
14
Below 2% 2% to 5% More than 5%
0
2
4
6
8
10
12
14
16
Number of Respondents
Percentage Share

TASK 3
3.1 research evaluation techniques
There are many research technique such as summative and formative which is used for
evaluating the findings and results of particular kind of research. In the following study, the
technique which has been used for evaluation by the researcher is formative. As he has
completely described the scenario after gathering the data from various sources through
qualitative method of data collecting. Formative Evaluation method helps to assess all the factors
which can be included for accomplishing the aim and objectives of the research. It is used for
gaining insight into particular subject and its related aspect which deals with the process of
identifying the problems associate with it and along with this its determination of success.
3.2 interpretation and analysis of the results
Theme 1: It has been concluded that all the employees Hilton hotel agrees on the concept
of implementing digital technology in business activities. Out of total number of respondents 25
employees were in the favour of implementing this concept as it would help to enhance the
15
Completely Satisfied Dissatisfied Neutral
0
2
4
6
8
10
12
14
16
18
Number of Respondents
Percentage Share

efficiency of performing every task and the formulation of strategies would be done in an
effective manner. They also believe that this technology has made every task much easier which
can be effectively completed on time without any delay leading to increase the productivity of
the hotel that can lead to provide them many benefits.
Theme 2:It has been interpreted that out of 30 respondent 28 were aware that their firm
handles various social media accounts that leads to provide them a great access to travellers
belonging to all over the world and in order to increase the number of followers it would
definitely lead to provide many benefits to the hotel. It is very necessary nowadays to handle
various social media platforms for effective promotions. The hotel has around 20 different social
media account under the brand name which are updated regularly.
Theme 3:The awareness related to the social media technique promotion among the
employees of hotel was generated through many aspects as according to more than 60 percent of
workers got acknowledged by the evaluation of strategies which were implied by the
competitors, some of them got aware through other colleagues and some form various media
sources. They agreed upon getting updated for using several new and advanced techniques for
business promotion which can even lead to reduce their effort.
Theme 4:In the promotion mix plan of this hotel the percentage share of this techniques
in following strategy is above 60% which is responded by about 50 percent of the population of
employees who work here. As it is regarded as most important strategy which can lead to
promote their brand name effectively within less time period and even less consumption of
money and other resources.
Theme 5:It has been included that social media has many advantages which can be
related to many things such as most of the respondents about 66 percent got agreed upon that
impact of this technique is very advantageous as it provides many benefits which can be
associated with many aspects therefore, hotel was benefited in various manner. Some stated that
there ere no effects in the aspects of sales and asserted that the response quality of this tool was
not so much impressive.
Theme 6:According to 53 percent of the whole population it has been interpreted that
social media has lead to provide many effects such as increase in sales, recognition of brand,
maximisation of efficiency in many aspects and the effective promotion of hotel that has resulted
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in increasing the sales which was the ultimate aim of every organisation in order to succeed and
survive in a market where there can be many strong competitors.
Theme 7: It has been acknowledged that there were many problems which aroused due
to the implementation of Social Media techniques in promotional strategies as there are around
66 percent of respondents were agreed on the fact that it requires skilled employees who can
easily operate these software which cannot be handled by every one. Apart from this, there is
lack of knowledge in the employees regarding its usage, advantage and even disadvantage which
must be known by the employee.
Theme 8: It has been interpreted that half of the employees agrees on the fact that with
the adoption of Social Media techniques it has been noticed that there is an increase in the sales
of their services more than 5 percent which has lead to attract the business travellers for availing
their luxurious services which can be considered as an important step.
Theme 9 : It has been interpreted that management and employees are completely
satisfied as it has provided them desired results which has provided them a competitive
advantage in market. Around 60 percent of respondent agrees on the fact that results are
completely effective an has lead them to provide certain advantages in order to survive in market
where they have strong rivals.
3.3 Conclusion and Recommendation
Conclusion :
It has been concluded that the employees are completely in favour of implementing
digital technologies in the business activities of operations and they think that it supports all the
operations and functions and on the other side decreases the complexities as well as efforts
involved for accomplishing it. It is very necessary to implement social media techniques in the
promotional activities in order to attract larger audience in less time which qould be ultimately
beneficial for the company itself.
Apart from this the hotel has various social accounts which are used for promoting their
hospitality services to various kinds of travellers. They are completely aware of the concept
which they acknowledged through competitors as the strategies which they have applied for
promotion, apart from that getting some information from other colleagues can be beneficial
sometimes and apart from this media sources are very informative source which is used most
frequently. Then most effective promotional strategy which is used for promoting their services
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is Social Media Platform as it provides a reach to huge audience which is very important in order
to get global recognition which is very important in order to get a competitive edge in the
scenario.
With the luxurious services they wanted to attract business travellers in order to get a
great profitability which is required for a good financial sustenance. It is advantageous to hotel in
several manner which has effectively lead to increased the number of sales around more than 5%
which is very important in order to get a good profit. Also, it has proved to be great method for
creating brand awareness among potential customers as it has provided global recognition to
hotel services. The efficiency of every operations and functions has been increased in the direct
or indirect manner.
The promotions has been impacted effectively above all. Apart from these there are also
many problems which are associated with its implementation such as requirement of skilled
labours which demands a high amount of salary and apart from these the requirement of
advanced devices is must as it facilitates all software for the process, the creative content maker
is required to represent the hotel in a creative manner. Some of the officials lacks knowledge
regarding its many factors that are very crucial to know for proper implementation.
Recommendation :
 Proper structure of the plan must be provided before any practical implementation in
order to get acknowledged about its every aspect which is necessary to know to make
promotional strategies better for attracting the target segment of the market and providing
a quality services.
 Special training must be provided in order to guide the present employees regarding this
technique and making them aware regarding the advantages and disadvantages of all the
factors which are associated with it.
 Appropriate number of employees must be consulted before getting any skilled expert for
the handling of thee operations in order to save many resources.
 Management must be evaluating all the external factors and information in order to
remain updated with the latest technologies and software which can be very beneficial
while implementing in an organisation.
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 Organisation should support in the implementation of digital technology in every
operation of hotel so that one can lead to reduce their effort and increase their efficiency
this would lead to improve the functions of the whole organisation.
 There should be focus on the innovative aspect for promotional strategy in order to attract
the customer with a logic which would lead to develop effective impression among them
in order to retain them to avail their services in a repetitive manner.
 Other strategies should also be made strong and the hotel should focus on the
development of personal relation with the consumers in order to create strong bond an
would lead to provide a positive feedback which is very much required for promoting
their good experience with other that would lead to increase the tendency of conversion
of potential customers.
 Various researches should be conducted in order to find out the followers frequency from
various nation which can provide an idea to where to promote more in order to increase
the followers thus letting the awareness of brand to get increased.
TASK 4
4.1 appropriate media to present the outcomes
Enclosed in ppt.
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REFERENCES
Books and Journals
Agnihotri, R. and et.al., 2016. Social media: Influencing customer satisfaction in B2B sales.
Industrial Marketing Management. 53. pp. 172-180.
Pizam, A. and et.al., 2016. Customer satisfaction and its measurement in hospitality enterprises:
a revisit and update. International Journal of Contemporary Hospitality Management. 28(1).
pp.2-35.
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